I died a bit inside the first time someone called me a lady. Now they do it all the time 
Years ago my union promoted a list of approved words. Some worked better than others such as police officer instead of policeman/woman and PC for every constable, not WPC.
I don't like Firefighter because it sounds like a superhero to me, but I'll go along with it. The union conveniently ignored Postman, probably because Postie sounds like you're in Neighbours.
I think it really changed the way people think of jobs and I think women in those jobs liked it, certainly no one ever objected.
But personal forms of address are different. Some women were really offended by being called woman/women, they wanted to be called ladies - still do. Seeing as a big part of the job was about getting on with people I just went with what they wanted.
However, we'd always refer to them in writing as women. Sometimes ladies complained about that.